First-Party Data Is Your Future : vimarsana.com

First-Party Data Is Your Future


10 years of customer experience
By Tom Affinito, Global Product Marketing Lead, Identity, LiveRamp
In theory, delivering a superior customer experience seems simple: Find a way to delight people by making sure everything you do anticipates or fulfills a need that they have. Of course, taking this kind of seamless, frictionless, personalized approach is much harder in practice. Success in customer centricity requires a deep and powerful understanding of each person’s individual wants and needs. And that will rest on how well you can earn, organize and apply first-party data. 
If you heard this a few years ago, you might have rolled your eyes. Why focus on first-party data when third-party data is so readily available to target (and endlessly retarget) people programmatically? What might have been thought of then as a personalized experience quickly became a constant barrage of targeted ads. People were turned off as marketers and advertisers failed to put the customer first and kept them mostly in the dark about how and why their data was being collected. The result? Greater data regulation, an increasing desire for consumer privacy and an end to tools like third-party cookies. 

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